We recently addressed the influx of new dining destinations in cities around the world, signaling the end of hospitality’s toughest part of the pandemic. With fresh concepts popping up one after the other, marcomms pros have mastered PR positioning for these newbies. But what happens when the buzz dies down? What makes a restaurant – new or old, really – a classic? We asked top culinary marcomms minds for their intel, plus tips for impact and longevity in the saturated restaurant space.
Defining “classic”
“A classic restaurant is built on many variables. It used to be that a steakhouse or solid neighborhood joint would fill the category of a classic restaurant, but that is no longer the case,” says Steven Hall, founder of Hall PR. “Classic restaurants are now made by restaurateurs of various cultural backgrounds, and that in itself has become very exciting to watch. Matter of fact, there are many cultural restaurants that have been in their communities for quite some time, but maybe they didn't get the attention they deserved from the media because the food wasn't considered timeless the way, say, Italian, French or American cuisine are (what American cuisine is in 2023 is also another conversation). Speaking of the word communities, that's what restaurants are, they are part of their communities, and I cannot stress to my clients enough that if they want longevity, they need to think local. But longevity doesn't always mean classic.”
Dhamaka
Finding the sweet spot
“We help restaurants identify that salient, indelible quality that makes them a classic. It's status that is earned rather than given, but it relies heavily on storytelling and positioning,” says Sarah Hermalyn, managing director of culinary at RHC.
“The best way to understand if a restaurant is capable of achieving longevity and attaining the 'classic' nod is to dive in fully. We work closely with the core team – the people who make the food and experience unique and special. Who is the chef? What is their background? Why are they passionate about this style of food and what makes their menu different? How does the front of house team engage with guests? What's the approach to hospitality in the room, and how does it make diners feel? Maybe they swap out warm martini glasses for chilled when a guest has been nursing a drink for 30 minutes. Perhaps they make that red sauce perfectly every single time, without fail. Consistency, passion, emotion, a sense of unique style, all of these factors play a part in a restaurant's success. As PR people, it's our goal to weed out those threads and ensure they are being felt and understood by writers, editors, producers and tastemakers who influence dining culture.”
Engaging the public
"No restaurant becomes, or remains, a ‘classic’ without expertise, authenticity, and passion. Combined, the three create a meaningful narrative, and it is this narrative that propels our PR work,” says Madeline Janning, founder and CEO of M. Janning Communications. “If we're given the opportunity to truly shape the public understanding of a restaurant, its story and evolution, that drives genuine excitement and support. I love working with established restaurants, it really gets my creativity flowing when I have the chance to dive into their history, backstory, and their commitment to hospitality.”
Delfina | Photo Credit: Alber Law
She continues, “There is no one equation for success, I think that's a given. However, what gives a restaurant staying power is that pop of excitement leading up to and at opening that comes from dedicated PR followed by the restaurant's commitment to hospitality and excellence to maintain the guest experience. PR comes back in to share the magic of all that it takes to operate a successful establishment - excellent, well-trained staff that care about their guests every step of the way alongside creative, consistent culinary experiences. Sometimes publicists are treated as outside entities, but really the most successful relationships that achieve result-driving placements is when the restaurant and PR can work in tandem to feed off of one another."
Melissa Grady, vice president at Resplendent, concurs, saying, “When it comes to PR, it's not required when opening a restaurant, but it certainly helps the brand stand out. PR is so much more than a single press hit when it comes to a restaurant – it's storytelling, soft opening coordination, local partnership management, media/influencer invites and strategy around when to announce (the delicate dance of wanting to work out internal staffing kinks but also having people at your door on opening day). There is a lot that goes into PR for a restaurant opening, and oftentimes at expedited timelines because a restaurant rarely stays on opening schedule when you factor in permitting and construction delays.
Juniper | Photo Credit: Consumable Concepts
“Not every restaurant is going to be an instant classic, but for new concepts, that's where marketing comes in." she continues. "Classic restaurants have a storied history, even when new. They have familiar interiors, and nostalgic dishes with modernized ingredients - the concept and identity are confident and clear from the jump. It's not trying to be everything for everyone. And when it comes to a classic restaurant opening, you're inviting your niche audience - not everyone and their aunt. By being selective and curating your target audience, you're building intrigue (and demand) when hand-selecting VIP guests to attend the opening.”
A movement, not a moment
“What makes a restaurant a classic is one that represents a type or style of restaurant that is best in show.” says Hall. “It's not always through the food as much as it may be through look and feel. Balthazar in New York, for example, is a classic restaurant because it truly is the epitome of a brasserie. Pete's Tavern on Irving Place also stands out as classic and is the picture perfect pub. I was recently in London and went to Bob Bob Ricard, which although only being open since 2008, quickly became known as a fabulous place in Soho with the press for champagne buttons at every table, and instantly became a classic proving that one doesn't have to be open for someone's lifetime to achieve that status. I personally have many clients in New York that straddle the fence. Dhamaka, for example, has changed the conversation about Indian cuisine, and watching that unfold has been a high point in my career. It is gaining classic restaurant status. The Lambs Club in midtown is in a landmarked building that was designed by Stanford White. Just sitting in one of the red banquettes makes one a part of history and feel like a classic New Yorker, while Jack & Charlie's No 118 was built with the idea of looking as if it had been there for years, but only opened in 2021. Being a classic is not only a measure of time, but more about how much impact the restaurant has. So as a publicist my team and I attempt to clearly define each brand we represent, and work closely with our clients to ensure that they are a movement, not just a moment.”
